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They even put out TV spots that revealed Tony Stark’s appearance near the end of the movie.
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The Incredible Hulk came out the same year as Iron Man, and as such the marketing did like to draw connections between this and the surprise hit of the summer movie season. Again, the entire thing is really built around that throwdown between two different gamma irradiated monsters. God, remember how huge this version of The Hulk was? After that we party with Tim Roth’s Emil Blonsky getting injected with knock-off super soldier serum and becoming the Abomination. The first half of this second trailer pulls back on the hero bit and positions The Hulk as the antagonist, using the (much better) Hulk reveal on a college campus. Of course a Hulk movie faces a unique challenge, with a main character who is entirely CG it takes longer to have enough of the movie finished to feature in a trailer of any kind. That’s a weird thing to market, and the marketing campaign for this one was very weird. The Incredible Hulk was somehow both a movie version of the old Incredible Hulk TV series, a sequel to Hulk (2003), and a reboot on its own terms in the MCU. This movie wouldn’t be a psycho-drama like that one, this one was summer popcorn entertainment.
This movie’s entire marketing strategy was about putting distance between it and Ang Lee’s Hulk (2003). I swear The Incredible Hulk was the first time I ever encountered the term, “reboot”. It’s estimated the marketing budget for Iron Man ranged somewhere from $50 to $75 million.
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Even a software company called Oracle promoted the film and made some special posters with their logo. Tony Stark’s garage is almost entirely filled with Audis, another promotion partner.
Remember when Tony Stark asks to stop at Burger King when he gets back to the US? Burger King also gave out Iron Man toys and had Jon Favreau direct a commercial for them. They dropped some terrible tie-in video games (movie tie-in games are always bad) and released some action figures that even used characters who weren’t in the movie (like Titanium Man). To be fair they are conceptually similar and this was back when Paramount was involved with Marvel Studios. Iron Man based its marketing campaign on that of Transformers. When a movie puts so much of itself into a trailer it’s essentially throwing everything at the wall to see what sticks. Iron Man was not an A list character and RDJ had just gotten out of some pretty dark times. So what does that mean? A trailer that gives you just about everything? Well, to be honest it means they were nervous about this one. Posters, Slurpees, and even an LG limited edition phone were all based around making Iron Man as iconic of a look as possible. The Iron Man suit, the armor, became one of the two main pillars the entire marketing campaign was based on. Two years in advance of the film’s release they promised the comic fans one thing and one thing only: this is what the suit will look like. It began with a poster, unveiled at San Diego Comic-Con 2006. Huge shout out to Chris Thilk and his Marketing Madness blog that provided most of the info I’ve aggregated here! Iron Man Oh god this is going to be so much work.Īt the end of each section I’ve left links to my sources. There are over twenty of these movies and I don’t want to shortchange any of them. While we’re at it, let’s split it into different parts focusing on the three phases of the MCU we have so far. Since I’m fascinated with marketing, let’s look at the marketing of the MCU.
Now with Avengers: Endgame on the horizon, an ending for the first iteration of the MCU, I want to put together my own personal spin on a look back at the legacy of all this. We don’t really talk enough about how amazing that is. The Marvel Cinematic Universe has cemented itself as the dominant force in pop culture franchise filmmaking within its first decade of existence. Click here for Phase Two and Phase Three!